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Bilal is Senior Director, Digital at Extreme Networks. An award-winning industry recognized strategist with a 10 year track record in successful digital transformation of top tier brands like IBM and Bell and Extreme Networks. Led IBM's Digital, Social Media and Community Strategy to save $100m/year. Led Bell's first ever enterprise digital and social strategy to support B2B and B2C units across Marketing, Support, PR, Brand, Web & Corporate Strategy functions.
Some of the work has been recognized as industry's best practices by Forrester, CRMNews, Forbes, AOL, Fast Company, Mashable, SocialMediaToday, Web 2.0 Expo, CIO Forum & in academia by U of Toronto, U of Sydney, & City U of NY.
What other model does Facebook have to encourage more brands to 'pay' them fees? (Nothing else. At least in the short term).
The social networks have no recourse at the moment to justify their valuations, other than to tap into the already advanced and mature online advertising space, which, may I add, is theoratically very advanced, offering precise audience targeting and analytics.
Social by default is an interaction between two entitites. In any other medium, advertising would've caused us to run away as fast as we could but unfortunately, when it comes to social networks, we accept it as a necessary evil.
I do believe that we, as consumers, as products of this medium are getting tired of it. Long term, the current approach isn't a viable model.
Great post. Totally align with your ideas.
What seperates SMT over other media/content providers is the fact that it attracts real 'doers' sharing their insights vs. a social media guru/seo expert that has yet to dervive business out of marketing (other than selling marketing).
Glad to be part of this and looking forward to sitting down and submitting an article that expands on the 'authenticity/experience' piece.
Head of Social @ Bell Business Markets.
A right fit is a right fit, no matter the age. I would definitely not hire a 'comms/pr' new graduate for this though. That's why I have an issue with schools teaching social media (hint: how to use wordpress/twitter) vs. actual social science behind communities and how it has always related to the actual business.
And let's be frank here, twitter isn't a technical tool. We aren't asking for SysOps BBS management skills these days.
Maggie, whereever content sits, it is intended to be shared. As a brand, even if it is sitting on paid and owned assets, I want it out there. Otherwise, I would have kept my content behind my own firewall.
I don't think people are confused, but they are often challenged by internal processes where distinctions such as these have divided people into different mindsets.
Well said. I've been preaching this for a while. What you need are the folks focusing on 'web/digital' during the pre-social era and actually observed the disruption startegically. They are the ones who realize that every fad has lots of snake oil sellers chasing it and those who can truly distinguish the difference betwen fluff and the real thing are worth $$$.
Tools/Platforms die day in and day out. Your intern might be familiar with public-free tools around social but they will not be able to connect the dots into actual 'business'. Social is fun but when it's your job, it's not so much. ;)
You don't let an intern deal with analyts or do 'actual' corporate communications, why do you insist that it will be done by your cheapest resource in the company?
It just tells me your organization really doesn't understand digital strategy (which encompasses everything in my humble opinion).